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The | Steele Group / Ideation
We needed to differentiate TSG from the rest of the market while still maintaining a sophisticated and mature look .
Solution: Through the ideation process we pitched TSG two very unique looks that both exemplified the targeted strategic direction our client had agreed upon. The final chosen direction uses hand-drawn iconography that tells different parts of a story through a series of humourous, yet reality-checking ideas. The subtle use of the illustrations and warm colours helps to provide a comfortable feeling about the brand while the light-hearted tone of the copy keeps the entire brand approachable.